How to Write Message Ads That Actually Get Replies
Keep Message Ads under 500 characters with a single, specific ask. Personalize with first name and company name tokens.
Why This Matters
Message Ads have strict frequency caps (1 per 45 days per user), so you only get one shot. Long, generic messages get ignored. Short, personalized messages with a clear CTA get responses.
How To Implement
1. Start with their name: 'Hi {{FirstName}}'
2. One line of context: Reference their role or company.
3. One line of value: What's in it for them?
4. One single CTA: One button, one ask (demo, download, register).
5. Keep total length under 500 characters (150-300 is ideal).
6. Use a real person as the sender (not a brand logo).
7. Test subject lines: Questions outperform statements.
Pro Tip
Send from someone at a similar level to the recipient. C-suite recipients respond better to messages from other executives, not junior sales reps.
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